It’s not surprising to hear Will Wright extoll the virtues of procedurally-generated video game content. But J. Allard, the head of Microsoft’s Xbox unit? Slightly more surprising:

“(Gaming) is the only medium where we yield control of the protagonist. Let’s yield control of the director–and the producer,” said Allard, a vice president at Microsoft. “We’re going to take on the Wikipedia model. We’re going to take on…the open-source model, if you will, for gaming.”